That's not the point here. The case study was about a company that wasn't remotely news and had no shot at coverage based on who they were or what they were bu

That's not the point here. The case study was about a company that wasn't remotely news and had no shot at coverage based on who they were or what they were building. PR is about taking something boring and making it interesting. Like an online shoe company (Zappos). Or a suite of project management tools (37 Signals). Or a bug tracking tool (FogBugz). To your point though, if you talk to Arrington, you'll learn two things-- 1) The guy virtually never sleeps or relaxes and 2) He's always digging. TechCrunch breaks news a lot. I think they are a 15+ person company now-- plenty of room to cover inbound and outbound leads.